Publishing & Direct Mail
Selected Project Summaries
Methodology Specific Research Objectives Business Application
Multi-phased research program, including:

  • Focus groups and in-depth phone interviews with teachers
  • In-person interviews with fifth graders
  • In-depth phone interviews with teachers who had participated in a beta test
  • Explore reactions to a new children’s magazine concept
  • Gain feedback on prototypes of the magazine
  • Provide direction for refining the:
    • Editorial content
    • Design
Online bulletin board focus gorups among elementary school teachers who subscribe to a specific magazine for the classroom, divided between those who:

  • Use the digital version
  • Don’t use the digital version
  • Gain feedback to the newly-launched digital version of the publication
  • Learn why these magazine users have not used the digital version
Help improve:

  • The product
  • How the benefits of the product are communicated to customers and prospects
In-depth interviews with direct mail recipients
  • Elicit feedback to the outer envelope and to the contents of several direct mail pieces that had already been used in live tests.
  • Provide insight into why certain direct mail pieces achieve better response rates than others
  • Offer suggestions for improving the direct mail pieces
Focus groups with teachers Explore teachers’ attitudes toward and usage of:

  • The teacher’s guide that accompanies a student magazine
  • The website associated with that magazine
  • Uncover ways to increase teachers’ satisfaction with these resource to increase the likelihood that teachers will renew their classes’ subscriptions
Individual inters with men and women
  • Explore reactions to different direct mail pieces
  • Gain insight into reasons for interest/disinterest in the product being offered
  • Uncover areas of confusion
  • Provide guidance for refining the direct mail pieces to help increase response rates
  • In-depth interviews with teachers
  • Focus groups with principals
  • Learn how teachers and principals approach direct mail that they receive at school
  • Elicit feedback to direct mail packages
  • Provide guidance for optimizing future mailings to increase response rates